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Integrated Marketing Conference Hosts Successful #NedbankIMC2019 Event

Integrated Marketing Conference Hosts Successful #NedbankIMC2019 Event

Modern Marketing recently attended the 2019 Nedbank IMC Conference, which took place at The Fox Junction in Johannesburg under the theme #MarketingGetsNaked. Pepe Marais, Group COO of Joe Republic, was the Master of Ceremonies.

Video highlights:

Anne Thistleton, Mind Science Practitioner, said that we are of two minds, and we have been listening and talking to the wrong one.

Marketer Andy Rice, spoke on: Mystery strip/Moment of naked truth.

Refilwe Maluleke, Managing Director at Yellowwood, addressed the topic: Mystery strip/Moment of naked truth.

Professor Elaine Rumble, Managing Director at The Creative Leadership Consultancy, addressed the topic: Playing with the Cool Kids – Befriending Playfulness, Bravery and Curiosity in a schoolyard of Commerce.

Gareth Whittaker, CEO at T+W: A story

GG Alcock, Author and Entrepreneur: No kota given – the crisis of lip service in kasi street food.

Khaya Dlanga, columnist, author and CMO at Rain: It’s not just about consumer insights anymore, but about empathy.

Other speakers and topics included:

David Duarte, CEO at Treeshake: The Connected Context: the naked truth behind the tech and trends of marketing’s revolution in 2019 and beyond.

Bongani Chinkanda, CEO at HDI Youth Consultancy: Youth proof your brand’s bottom line. #thenext.

Katherine Marley, Marketing And Customer Director at MASSDISCOUNE+TERS, t/a Game and Dionwired: AI au Naturel. Stripping to the metrics that really count. Sales and market share.

Greg Garden, CEO at Marketing Association of SA (MASA) presented: The naked truth. What CEOs really think of marketers.

Darren Hampton, GM Digital and CRM at Nando’s: Nando’s, exposing South Africans.

Musa Kalenga, Chief Future Officer at House of Brave asked: Where humans and technology meet. What role will marketers still need to play in the future?

Gillian Rightford, CEO at Adtherapy: The client/agency relationship. Love affair or destined for divorce?

T’bo Touch, Founder of Touch HD: Creating brands in a competitive space.

Simon Lloyd, Managing Partner at Algorithm: #MarketingGetsNaked – a real-time case study comparing traditional to digital.

Grant Pereira, Brand Director of Carling Black Label, Anheuser – Busch Inbev: Purpose marketing. Is there a purpose to purpose and does it pay?

The rest of the speakers and topics can be viewed on the #NedbankIMC2019 conference session streams:

#NedbankIMC2019 Live Stream

The 2019 Nedbank IMC Conference is sold out, but that doesn’t mean you have to miss out! We’re broadcasting the full conference LIVE right here on our Facebook page. Sign up to catch the full lineup of 20 industry experts as ‘Marketing Gets Nak*d’. #NedbankIMC2019

Posted by Nedbank on Wednesday, 13 March 2019

INTEGRATED MARKETING CONFERENCE www.imcconference.com

Online Advertising Tactics You Can Apply To Your Campaigns

Online Advertising Tactics You Can Apply In Your Campaigns
Image source: searchengineland.com

Most advertisers don’t spend enough time optimising their accounts, and that often leads to poor ad performance. Wordstream found that half of small businesses don’t even log in to their AdWords account once a month. Here are tips for a better-performing Pay Per Click (PPC) account.

Delete display campaigns that don’t work

Sort through the Display Keywords tab in AdWords by status. Set the date range to year to date. Do you see a lot of keywords that haven’t really accomplished anything in the last year? Take a deeper dive into them. Really investigate if there is any reason to keep them around. Did they work at some time and you want to try them out again? Are they seasonal keywords in an ecommerce account? If you have a good reason for keeping them around then leave them alone for now. If not, delete them.

Landing page optimisation

After making all of your keyword and ad copy changes, make sure all of your landing pages are still relevant and will maintain a good Quality Score. You could also test different landing pages for ads as one of your new spring-cleaning ad copy tests.

Remove duplicate keywords

It’s nearly impossible to maintain a PPC account that is free of duplicate keywords, particularly if you have multiple managers working in one account, or are frequently adjusting match types and account settings. However, it is imperative to your business (and your bank account) to check for duplicates in the account on a monthly or quarterly basis. Duplicates are keywords with the same match types that are within the same ad group, campaign, or differing campaigns, across your account.

Identify expensive keywords

Costly keywords are not always those that have higher cost-per-clicks; they can also be the keywords that aren’t yielding any return on ad spend, or offer very poor returns. At the first sign of something costing too much or not providing a return, your first reaction may be to pause, but take a deeper look. Taking the time to investigate could allow you to make some tweaks and turn that costly keyword into a money-making keyword.

Keep an eye on conversion tracking

Another aspect of your account you should evaluate during your spring cleaning is the effectiveness of your conversion tracking. Over time, changes to ad copy can lead to varying click-through rates and conversions, so it pays to monitor how well (or not) your previous strategies are performing now. If a cluster of keywords that used to perform strongly is no longer yielding any real returns in terms of conversions, get rid of them.

This article was originally published on: www.wordstream.com.

To download the Wordstream guide, click here.

The Challenges Behind Digital Trends That Were Meant To Be A Hit

The Challenges Behind Digital Trends That Were Meant Be A Hit
Image source: unsplash.com

Max Askwith, Global Digital and Innovation Director at Vizeum, spoke about how 2018 was supposed to be Virtual Reality’s (VR) big year, but then again so was 2016 and then 2017.

In 2018, the VR device marketplace matured into three pricing categories:

1. Cheap smartphone-powered headsets like Google Daydream or Samsung Gear VR, which you may have seen bundled into phone offers during the wild ride that was last year’s extended Black Friday and Cyber Monday sales period.
2. Slightly more expensive standalone VR handsets such as Oculus, which don’t require a smartphone or other devices to operate.
3. High-end devices like Oculus Rift and HTC Vive, which need a powerful PC to run the games.

This shows that even though VR is commercially viable, more needs to be done to ensure mass adoption takes off. VR needs to tackle these three challenges:

1. ‘Why would I? – there is a distinct lack of appreciation amongst consumers of the value in VR.
2. ‘I already have enough screens’ – VR is competing against the more social experience of consuming entertainment content on ‘traditional’ flat screen devices, ranging from mobile phones to HD TVs.
3. ‘Is there anything to do?’ – there may be a growing market for VR devices, but this growth is hampered by a lack of quality content available.

The first challenge can be easily remedied by creating opportunities for people to trial devices. This must be led by both hardware manufacturers and tech developers, in order to manage the challenges that come with bringing new products to market. It’s only once you’re able to show off the product and software simultaneously, that VR’s potential is at its most powerful.

The solution to the second challenge follows on from this. Once people can immerse themselves in VR experiences and truly understand the benefits, the switch to using VR instead of watching or playing on traditional devices becomes more likely. However, this is not the only way VR can grow – it doesn’t necessarily have to take over from traditional screens. Consumer behaviour hasn’t fully settled on VR. What may eventually be more likely is that people end up preferring to experience VR content in solitary environments outside the home.

Finally, the third challenge is that not enough people use the technology to justify developing content specifically for it. This leads to a lack of appetite for technology, and so on.

But there is light at the end of the tunnel: There are over 1000 apps for the Samsung Gear VR. YouTube’s dedicated VR channel – which has 3 million subscribers – contains playlists totalling around 3500 VR videos. And the PlayStation Store currently offers around 30 free-to-try VR experiences.

Content producers are starting to figure out how they optimally create for the 360-degree viewing experience. It’s a slower journey but the industry is moving in a positive direction.

VIZEUM AFRICA 
+27115079000 
www.vizeum.com

 

 

M&C Saatchi Announces Chairman’s Departure

M&C Saatchi Announces Chairman's Departure
Jerry Mpufane, Chairman of the M&C Saatchi Johannesburg Group

Jerry Mpufane, Chairman of the M&C Saatchi Johannesburg Group, will be taking up the position of Hub Head in the Americas (New York) for SA Tourism.

Mpufane shared, ‘It is a privilege to get the opportunity to fly the South African flag, and to join the efforts of positioning our country as a fantastic holiday destination for the people of the Americas. I believe that the past few years in advertising agency executive management have prepared me for this very important role. I am eternally grateful for an experience filled with great success at M&C Saatchi Abel, an agency that is led by some of the best talent in our country, who work on some of the most sought-after client brands.’

At the M&C Saatchi Group, he leaves behind a powerful and cohesive Johannesburg leadership team of immense depth and breadth, ably spearheaded by the Group’s Chief Creative Officer, Neo Mashigo and supported by senior partners like Makosha Maja-Rasethaba, Head of Strategy and Adam Weber, Executive Creative Director. The Group’s national Partner Model also means that co-founders and senior executives work weekly across the Cape Town and Johannesburg agencies to ensure sustained growth and the continual creation of compelling advertising and marketing solutions underpinned by the agency’s founding principle of Brutal Simplicity of Thought.

Mike Abel, Co-Founder and Chief Executive of the M&C Saatchi Group (Africa) said, ‘Mpufane has made an enormous contribution to growing our Group in Johannesburg over the past five years. He has seen in the arrival of many wonderful partner businesses, amazing clients and has attracted lots of incredible talent. He leaves our company stronger and broader and I want to thank him for his enormous contribution.’

 
M&C SAATCHI ABEL
+27112686388 
alan@mcsaatchiabel.co.za
www.mcsaatchiabel.co.za

 

Measuring The Success Of A Digital Signage Project

Measuring The Success Of A Digital Signage Project
Image source: www.compucom.com

Bradley Cooper, Technology Editor for Digital Signage Today, gives tips on measuring the success of your digital signage project, including your KPI’s, creating content and more. 

1. KPI’s

Firstly, make sure that you understand what your key performance indicators are. These are the metrics you will use to determine if your digital signage campaign is succeeding or falling behind.

You need to figure out what exactly you are going to measure such as:
• Impressions.
• Conversions (the customer purchases the product).
• Brand awareness.
• Interaction.
• Social media engagement.

If you have a clear idea of what you want to accomplish, you can set a plan in motion to measure your campaign. However, if you just have a fuzzy idea, you should probably wait to buy that expensive display.

2. Content

Consider how are you going to create content for your digital signage. This can involve a lot of steps, such as:
• Establishing the type of content you are going to use (videos, images, interactive, 3D etc.).
• Determining what software to use to create content.
• Deciding whether to design content in-house, through a vendor or an agency.
• Selecting someone to manage the content regularly.
• Understanding your target audience.
• Measuring the effectiveness of the content.

Loading a Powerpoint presentation onto an LCD display and hoping for the best is not enough. You need a clear plan in place on who is going to create, manage and measure the content’s effectiveness.

3. Digital signage overtime

In order for your digital signage to truly stand out, you need to continue working with it, by updating content, measuring its effectiveness, and possibly upgrading its hardware or software. If you do not continue working with it, the displays will appear to be of poor quality and customers won’t be impressed by the content.

This article was sourced from: www.digitalsignagetoday.com

The MediaShop Committed To Developing Young Media Practitioners Within The Advertising Space

The Mediashop Developing Young Media Practitioners Within The Advertising Space
New interns at The Mediashop

The MediaShop has been running an effective internship programme for a number of years and also tries to employ all of these interns on a permanent basis once they have completed the programme. On 1 March, they had a new intake of ten interns across their Johannesburg, Cape Town and Durban office.

Ayanda Mda, Park Advertising’s HR Manager said that the graduates were selected from various institutions of higher learning before going through a stringent ‘Dragon’s Den’ style immersion workshop. They were given a brief to create a marketing and media plan which was presented to members of the management team. ‘From this workshop the top ten candidates were selected to join our programme,’ she explained.

‘The programme is 18 months long with the first twelve months dedicated to providing training on Media Buying and Planning, Strategy, Intelligence, OOH, Campaign Management and Digital Planning. Coupled with the training, there is practical on-the-job exposure in the various business units where they will get to implement what they have learnt.’

Kgaugelo Maphai, Managing Director of The MediaShop Johannesburg added, ‘I’m very proud of our intern programme and the fact that our organisation invests in it. Most companies run internship programmes for 6 to 12 months just to tick the box, but we go beyond by running a full 18-month programme to ensure these graduates get the grounding they need to succeed. We also give them a stipend of R7500, which is double what is expected of us. We are proud that our programme has over the years produced many black strategists, planners and buyers in the industry who were initially trained at The MediaShop and we are happy to see them succeed in the respective agencies they now work for.’

‘We also have many interns that have subsequently returned to us because of the great working environment we have created over the years. Our interns are also mentored by our senior staff who take great care of them and their progress, ensuring our new team members are learning and developing and have everything they need to succeed,’ she said.

The agency has several success stories on the back of its internship programme with former interns now permanently employed and excelling on client portfolios like Tiger Brands, Nedbank, Multichoice, Famous Brands and Shoprite Checkers. ‘Some of our media owner partners will also participate in this programme by providing them with exposure into their operations, which will assist them in getting a better understanding of this ecosystem we work in,’ said Mda.

Maphai added, ‘At the end of the first 12 months, successful interns we be placed in various roles within the business, based on their performance and their areas of strength, where they will work for the remaining six months of the programme. We believe we have amassed an amazing group of graduates with various competencies and capabilities and believe we can give them the foundation to develop their career paths by supporting them and giving them as much access to knowledge and tools so they can build sustainable careers within our company and industry.’

‘The MediaShop is committed to growing and nurturing young talent in the South African media industry and this programme provides a vehicle for us to do that. Implementing an internship is not about ticking a box for us, we are training for the future,’ said Mda. ‘We live in a country with a high rate of unemployment and we believe that in our own small way, this programme creates a solution for youth unemployment in the country and contributes to the upliftment of our people.’

The MediaShop Cape Town’s Bonita Bachmann echoed Maphai and Mda’s sentiments: ‘The MediaShop’s internship programme is an excellent learnership platform – I have found that as early as three months in, interns are refining their communication and business skills, professionalism, reasoning ability and teamwork. The early exposure to professional mentors and line managers provide career exploration and advancement opportunity with constructive feedback and support.’

THE MEDIASHOP
+27112584000 
www.mediashop.co.za

Read Your Marketing From The Perspective Of Your Marketplace

How Does Your Marketing Make You Look?
Image source: www.prestigeacademy.co.za

Small business marketing often contains a subtext, similar to one of the following: 1. Pushy – I want people to buy my stuff, and I want to them to buy it now. 2. Helpful – there’s a problem, and my product or service can solve it for you. This is how it works.

Most business owners who are in that second group, accidentally market their services, as if they were in the first group, whose marketing looks pushy or self-serving. But that’s not what the first group are like. They’re dedicated, hard-working professionals. They know what they’re doing and they genuinely want to help you. So, why does this costly confusion happen?

Misunderstood passion

When you’re eager to serve your marketplace, your passion can easily be mistaken for pushiness or selfishness. You’re ready, willing and extremely capable. However, because you really want to help, because you really want to make a difference, your motivated message can wrongly appear to be self-serving.

You can avoid this by being intentional regarding your marketing messages. Go through your marketing. But read it from the perspective of your marketplace. Think about the words you use. Make sure that everything is ‘them focused’.

Remember: every business exists in order to solve problems. Your prospective clients or customers don’t care what you want. They care about answers to their problems. Spend some time reviewing your marketing. Shift the emphasis of any self-focused material, from what you want to what they want. Show them how passionate you are about helping them. Show them you care. And make solving their problems the cornerstone of your marketing messages. Sure, pushing sales messages at people may be easy, but it’s spectacularly ineffective.

This article was sourced from: jimsmarketingblog.com

Netflorist Campaign Delivers Real Impact On Business And Drought Relief Fund

FCB Cape Town, Hellocomputer And Netflorist Run National Drought Relief Fund Campaign

According to Managing Director at Netflorist, Ryan Bacher, the old adage, ‘Nothing says I love you quite like flowers’ just didn’t hold water when it came to sending blooms during Cape Town’s worst drought in 100 years. FCB and Hellocomputer executed an innovative and successful campaign to help Netflorist overcome this.

‘Citizens were limited to just 50 litres a day as the dam levels fell. NetFlorist had to act fast because, as the Cape was drying up, so was business. FCB and Hellocomputer suggested that, instead of telling people to say it with flowers, we change stream, and our business, and tell people to say it with a cactus,’ he explained.

‘After years of tradition, people needed convincing though, so for every cactus sent, we donated R10 to the National Drought Relief Fund. Soon people were sending cacti to mark every sort of occasion from birthdays, to anniversaries to celebrate babies and new jobs. Sales spiked by 46%, our most successful promotion yet.’

The promotion was simple and to the point and comprised of an expansive digital and social media campaign. ‘We’re very proud of this promotion,’ said Mike Barnwell, Chief Creative Officer of FCB Cape Town and Hellocomputer Cape Town.

‘Not only was it a fun execution in line with all of NetFlorist’s marketing communication, it had a real impact on the company’s business and showed South Africans that they didn’t need to abandon a much-loved tradition when faced with adverse circumstances. Best of all, together NetFlorist and its customers flooded the relief fund with monetary support, and just when the company was thinking of changing its name to NetCactus, it rained.’

FCB AFRICA 
+27115666000
www.fcb.co.za
HELLOCOMPUTER
+27115666000 
www.hellocomputer.com

JCDecaux Launches Airport Audience Measurement

JCDecaux Launches Airport Audience Measurement

JCDecaux’s Airport Audience Measurement (AAM) will strengthen the scientific approach to terminal deployments around the world, enrich data planning tools and customer reports thanks to the new data as well as open the airport universe to new brands.

With the aim of providing advertisers and agencies with uniform measurement indicators around the world, this innovative and novel methodology was designed in collaboration with Veltys, a company specialising in complex data analysis, processing and modelling. In addition to the rules and measurement standards inherent in external communication, frequency and flow specificities at airports have been integrated to achieve unprecedented levels of granularity and accuracy in determining results.

These factors are therefore considered:
– The international scope.
– The passenger frequency data per terminal and per day.
– The concept of single passenger.
– The impact of waiting times on the criterion of repetition of a campaign.
– Information related to passenger movements in different areas of the airport.

The design and development of AAM took almost 18 months of work in the JCDecaux Data Department in partnership with JCDecaux Airport, JCDecaux OneWorld and Veltys. The AAM relies on a number of external data sources (NPD Travel Retail – formerly CiR, specific studies, airport platform data, etc.) and internal data sources (sensors, IoT, etc.) This is built on algorithms that calculate key metrics indispensable to any audience measurement, in particular the number of unique passengers, the coverage, the repetition of the advertising message on the target and the total number of impressions.

The details of the methodology, sources, algorithms and results were submitted to CESP, an independent inter-agency body responsible for auditing media audience measurements in France, which presented satisfactory conclusions both on the approach chosen and on potential developments.

Developed in pilot mode for Paris Aéroport and then to Changi Airport Singapore in April, international audience measurement at airports will be progressively launched at major airport hubs operated by JCDecaux. It will also power the VIOOH programme platform. Within each airport, only networks composed of at least three pieces of furniture will be measured and the first phase of deployment will be for digital networks only.

With the launch of this new international standard, JCDecaux Airport, present in 215 airports on five continents, pursues its goal: to develop effective, impactful and qualified outdoor communication solutions worldwide.

Jean-Charles Decaux, Chairman of the Board and Co-Managing Director of JCDecaux said, ‘We are proud to have started and completed the first worldwide standard for measuring airport audiences, namely the concept of time passed by a passenger in the furniture exhibition area (dwell time) and single passenger. It will offer our advertising partners, agencies and airport authorities new measurement indicators with unmatched acuity and accuracy for our airport environment, particularly suited to global, regional and national campaigns. Airport advertising is a fast-growing medium, sustained by more than four billion passengers in 2018 and expected to double by 2040, according to ICA forecasts. This unprecedented methodology will demonstrate even more specifically the effectiveness of JCDecaux in the airport environment around the world.’

JCDECAUX
www.jcdecaux.co.uk

Three Ways To Rank High On Search Engine Results Pages

Three Ways To Rank High On Search Engine Results Pages
Image source: www.shutterstock.com

The Digital School of Marketing states that the goal of most companies is to be top of Google’s Search Engine Results Pages (SERPs) for their particular keywords. SERPs are the results that Google returns once you’ve typed in a query. These results could either directly answer your question or provide you with more information that will help you with your query. 

There are three ways that you can get your company to be ranked highly on the SERPs:

SEO


Search Engine Optimisation (SEO) is about getting into the minds of your target audience. It’s about predicting what search terms they will use to search for your products and/or services. Once you have this list, you’ll need to insert these keywords into the copy of your website strategically so that Google will realise that your website is ranked highly for the specific search terms and as a consequence, they will rank your website highly for queries containing these search terms.

PPC


SEO can take quite a long time to get right. However, if you’re trying to get a new website up the ranks – or give an old website a bit of traction – you’ll need to engage in a Google PPC campaign. Of all the digital marketing disciplines, this is the most powerful, and if done right it has the power to get you top of the Google SERPs and drive massive traffic to your website. PPC advertising can help you fill in the gaps while your SEO strategy is getting off the ground and starting to get traction.

Content marketing


If you’re doing your website and digital marketing campaign on a shoestring budget (and even if you’re not) content marketing is by far the most cost-effective and efficient way of getting your website to climb up the SERPs. This is because if you have a depth of content that relates to the overall theme of your business, and it contains the correct keywords at the correct density, you will get long-lasting and ever-green results.

Being on the first page of the Google SERPs is not out of the reach of small business who have limited digital marketing budgets. All they need to do is to make sure that they apply the best practice principles.

DIGITAL SCHOOL OF MARKETING
info@digitalschoolofmarketing.co.za
www.digitalschoolofmarketing.co.za
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